If you need help with your finances, fill out this short form: https://topc.typeform.com/to/LJCyqNhM In this episode, the co-founder of SuperYou shares the story behind building a nutrition brand that crossed ₹100 crore in annualized revenue within a year of its launch. With over a decade of experience in FMCG, he explains how SuperYou was born from combining deep consumer understanding with a personal passion for health and fitness and how Ranveer Singh came on board as a true co-founder. The conversation explores how Indian consumers actually make buying decisions, why emotion often outweighs logic in everyday purchases, how retail placement and subconscious cues influence behavior, and how successful brands are built through experience, consistency, and trust rather than product features alone. The episode also covers protein misconceptions, Whey vs Vegan protein, protein innovation, supply chain realities in D2C and quick commerce, and why moderation and balance matter more than extreme health narratives. A grounded discussion on building consumer brands the hard way - with patience, learning, and execution. — Subscribe: The 1% Club: YouTube: https://www.youtube.com/@onepercentclub12 Instagram: https://www.instagram.com/onepercentclub/ LinkedIn: https://www.linkedin.com/school/the-1-clubfws Sharan Hegde: Instagram: https://www.instagram.com/financewithsharan/ LinkedIn: https://www.linkedin.com/in/sharanhegde95/ Twitter/X: https://x.com/financewsharan – Sharan Hegde is a personal finance creator & founder of the 1% Club, simplifying money, markets, and mindset for India’s next generation of wealth builders. – Timeline: 00:00 – Why SuperYou suddenly feels everywhere 01:08 – Meeting Nikunj Biyani, the mind behind SuperYou 02:50 – How Ranveer Singh came in as a co-founder, not a face 06:23 – How Indian consumers really make buying decisions 13:20 – What Fevicol’s marketing teaches every brand 16:42 – Product vs marketing: what actually moves people 24:30 – The SuperYou product that caught Sharan’s attention 31:20 – HYROX, serious fitness & Nithin Kamath’s discipline 33:59 – The uncomfortable truth about food quality in India 38:10 – Will brands ever put consumer health first? 42:12 – Jaggery vs sugar: separating myth from reality 47:37 – Rapid fire: clearing common protein myths